Alo Bets Big on Wellness-Centric Luxury

Priced between $1,200 and $3,600, Alo’s Italian-made leather bags are inspired by athletic silhouettes like bowling bags (a staple of the A/W 25 runways). Supply will be minimal to start in a bid to drive up demand and exclusivity. Alo is also playing to Gen Z who, according to Vogue Business, account for 41% of the company’s consumer base. Each bag comes with a crystal charm, which are also sold separately to allow consumers to mix and match – tapping the ongoing bag charm trend in its own unique, wellness-infused way.

The launch is an interesting and ambitious upmarket move, especially amid a luxury slowdown in which consumers are more selective than ever when it comes to luxury purchases, and even heritage brands cannot sustain sales based on legacy and name recognition alone. Alo – which was previously known primarily as Alo Yoga – has been expanding its reach and testing the luxury waters for a while now. Its higher-end Alo Atelier line (which includes a mix of ski, après, sleep, lounge and ready-to-wear) launched in 2023, and saw revenue grow by 600% year-on-year in 2025.

Consumer perception and understanding of what constitutes a luxury product is shifting, and the unpredictable luxury landscape means that change and experimentation is needed. Although sceptical about spending, consumers are increasingly more likely to place value in brands with an all-encompassing perspective – i.e., those that appeal to both lifestyle habits and aesthetic tastes, prioritising a combination of versatility, innovation and good design.

If Alo’s world-building is strong enough, this launch could be a clever pivot that harnesses not just aspiration, but also wellness and lifestyle pursuits, as key luxury tools – see The Accessible Luxury Opportunity for more.